On Twitter, companies can work on building their brand and creating a new image for their company. They can handle public relations nightmares or build current promotions. Through Twitter, companies can drive traffic to their website or blog. At the same time, businesses can engage directly with their customers, find new clients and take part in public discourse.
- Brand Voice
Brands have used Twitter to build their image for years. Every Tweet, response and hash tag is another way to connect with customers and build an authentic, human brand. Perhaps using specific word-choices or engaging other companies that have values and goals that fall in line with your own. Interacting with other brands builds relationships with those businesses that coincide with your own, making you a credible company.
For example, Kit Kat challenged Oreo to a Tic-tac-toe duel. Oreo quickly answered the challenge to the amusement of die-hard sweet lovers everywhere. Before, this type of brand interaction was impossible without social media. Companies like Oreo and Kit Kat are able to connect online with their customers and enhance the brand’s image.
2. Transforming Customer Service Into Serving Customers Two decades ago, the main way to interact with a brand was to call a 1-800 number or send in a letter. In modern times, it is possible to send a Tweet to a company, connect on social media and get instant responses. According to a survey by McKinsey & Company, customer service Tweets to companies have advanced by 2.5 times in just the last few years.
Along with thousands of other companies, brands like T-Mobile use Twitter to provide award-winning customer service. T-Mobile has a track record of using Twitter to answer questions and get immediate public feedback. Due to this, the CEO of T-Mobile considers social media to be their top tool in engaging with customers.
3. Personalized Content Instead of making one television advertisement for millions of dollars, companies can personalize their blogs, posts and comments for smaller groups. In this mass forum, conversations can reach a large audience as they create personalized content and customized messages. From Purina’s Tweets during the Westminster Kennel Club Dog Show to Burberry’s handwritten GIFs, companies are creating innovative content to really connect with consumers.
4. Creating Cultural Movements Whether it is the Sunflower Movement or #HeForShe, Twitter is a place for cultural changes to spring up organically. With just a few clicks of a mouse, individuals can instantly galvanize their followers and enact lasting change. Brands work with these cultural movements by encouraging and sustaining the momentum. By taking part of these trending topics and hashtags, your brand contributing to the conversation in a meaningful way, people are more likely to see and engage your brand.
In recent examples, Dove capitalized on the natural beauty movement and body image concerns with the #SpeakBeautiful campaign during the 2015 Oscars. This led to a 69 percent increase in positive beauty conversations and 30 percent fewer negative conversations than the Oscars in the previous year. One company was able to have an over-sized impact on society through a creative campaign and timing.
Twitter may or may not be for your company. With the fast-paced environment and ever-changing trends, it can be a little intimidating to business owners who do not want to keep up. However, it is a great place to interact with your followers and create a strong voice for your brand.
If you are interested in growing your social media presence, please call your sales representative at CreativeOne.
FOR PRODUCER USE ONLY. NOT FOR USE WITH THE GENERAL PUBLIC. 13518 – 2017/06/15